Okay, I can see how on the floor this will appear complicated.
At the moment, on the Instagram Creators profile on IG, Instagram’s group posted this explainer clip:
“Dangle on”, I hear you say, “didn’t you simply report, like, two weeks in the past that posting 90-second Reels is dangerous for attain?”
Sure, sure I did, however these two issues are literally each in alignment.
Right here’s why:
Within the caption of this publish, Instagram explains that:
“You may publish a video over 90 seconds on IG, simply do not forget that any video over 90 seconds gained’t be eligible to be really helpful in Discover or Reels Tab.”
Which is exactly why, two weeks in the past, at an Instagram creator occasion, Instagram’s group shared this slide which says that posting Reels over 90 seconds lengthy can damage distribution.
Instagram doesn’t explicitly state the rationale for this within the occasion slide, however the above word from at this time’s publish is why this hurts distribution, as a result of longer Reels aren’t really helpful within the app.
Which, logically, impacts attain. So sure, you are able to do it, and in some instances, as IG notes, it might even make sense to publish longer clips. However they gained’t see the identical publicity alternatives within the app.
Why are Reels longer than 90 seconds not displayed on its suggestions surfaces?
Properly, presumably as a result of Instagram’s analysis has proven that customers solely need quick clips in these listings, so including longer content material impacts total engagement.
That mentioned, Instagram has additionally been experimenting with longer Reels choices, together with 3 minute and 10 minute clips. These, seemingly, aren’t on the playing cards for a full launch as but. However IG isn’t essentially confining itself to quick Reels solely, it’s simply not trying to spotlight them inside its suggestions.
So whereas it might appear contradictory, the logic is you can publish longer clips, which can of worth in sure circumstances, however they gained’t have the identical attain potential.
So that you in all probability solely need to in very particular cases.
